From: Pāvels Kuzņecovs To: Inese Eglīte RBS Professor‚ Marketing Management Riga‚ 22nd of October‚ 2009 Case Study 4 Summary: Eastman Kodak Company – Funtime Film Question: Is Kodak doing the right thing with the decision to have line extension: Gold Plus‚ Royal Gold and Funtime? If we consider protection and growth of Kodak’s total market share to be the key objective then the introduction of a new brand in the Economy price-tier is a strategic MUST. It is crucial to be presented
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Marketing is basically selling and advertising. Estimating what price consumers are willing to pay for a product and if the firm can make a profit selling at that price‚ is an example of a production activity. Marketing can provide needed direction for production and help make sure that the right goods and services find their way to interested consumers. Customer satisfaction is the extent to which a firm fulfills a consumer’s needs‚ desires‚ and expectations. Marketing encourages the development
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To: Kelly Johnston‚ CEO Kodak From: Head of Marketing Operations‚ Kodak In Reference To: A Kodak moment; drawing your attention to major architectural flaws within our company‚ specifically the MAPP plan‚ as well as solutions for more sustainable options for future structures. It has come to my attention that there are some major flaws lying inside our organizational architecture. These flaws lay in the foundation of Kodak`s organization structure and so we cannot move forward until these
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SALES PRE-APPROACH The preapproach step includes all the information-gathering activities salespeople perform to learn relevant facts about the prospects‚ their needs‚ and their overall situation. Then‚ on the basis of this information‚ salespeople plan their sales presentations‚ selecting the most appropriate objective for each call. Customer Research The sales rep should learn everything possible about the prospective customer’s business—its size; its present purchasing practices; the location
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Title: Eastman Kodak Company: Funtime Films Question: Is Kodak doing the right thing with the decision to have line proliferation: Kodak Gold Plus‚ Kodak Royal Gold and Kodak Funtime? Support your statement if yes‚ if no‚ please provide practical suggestions what to do instead. Kodak is (in 1993) the dominant market player in U.S. with market share of 70%. In last 5 years the market share of Kodak decreased by 6 %. The main competitors are Fuji Photo Film Co (11% market share) and Konica
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9 WHY DID WORLD WAR ONE BREAK OUT IN 1914? World War One or ‘The Great War’ as it became known ‚ started in late summer of 1914 and lasted until November 1918. It was the first long-lasting war that the world had experienced until then‚ as millions of people got killed. The factors that started the battle were numerous and are still being debated; Alliances‚ imperialism‚ the arms race‚ nationalism ‚ and miscalculations were some of them. However‚ at the end the war broke out because
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Eastman Kodak Company: Funtime Film 1. Diagnose the reasons for Kodak’s market share loss and make your assessment of the likely development of the market if Kodak maintained the status quo. Kodak has been losing market share for the past five years to the point it has gone from 76% to 70%. The underlying causes that have generated such losses and have ultimately led consumers to favor competing brands with larger growth are: I. Consumers are tending to view film as a commodity‚ often
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Case Study: GEORGE FISHER WORKS TO TURNAROUND KODAK Management is the process of ensuring that an organization or company is able to operate in both the immediate and near future. When George Fisher take over the Kodak Company‚ he spent time to study for understand and analyse every part of Kodak’s business. After he spent time on this Kodak business‚ he start to identify the problems in the business. This case study is aim to describe the how did Fisher solve all those problem by the management
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Problem of the case CEO of Kodak had to set out new strategy for film products‚ because during January 17 and January 24‚ 1994‚ Kodak lost 8% in value on rumors if a price cut. Kodak was still a dominant in photo film market‚ but he had a lot of competitors like Fuji Co. and Konica Corp. They were offering consumers lower priced products. Market share of Kodak was falling from about 76% to 70% over the past five years. Kodak introduced new product‚ Funtime Film‚ which would be priced at lower
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training for them to understand the code of ethics as they may not know how to follow the ethical standard in some situation. In the training lessons‚ they will face some ethical dilemma‚ this gives them a guideline to handle it when they face in the selling process. Besides that‚ sales managers must ensure that their salespeople are aware of their legal responsibilities. They must provide
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